Open AccessEffects of Brand Globalness, Country Image and Country Affinity on Willing to Pay and the Moderating Roles of Brand Globalness and Typicality
Author(s) -
ChoSeongDo
Publication year - 2017
Publication title -
so'bi munhwa yeon'gu/sobi munhwa yeongu
Language(s) - English
Resource type - Journals
eISSN - 2733-8924
pISSN - 1229-0386
DOI - 10.17053/jcc.2017.20.4.003
Subject(s) - business , brand image , marketing , country of origin , advertising , brand management , brand awareness , willingness to pay , brand equity , economics , microeconomics